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One model of organization is to find something that you're good at and that's easy and straightforward and get paid for that.

The other model is to seek out things that are insanely difficult and do those instead.

Dave Ramsey does a three hour radio show every day. He books theaters and has a traveling road show. He has the discipline to only publish a new book quite rarely, and to stick with it for years and years as it moves through the marketplace. He has scores of employees. And on and on. By doing hard work that others fear, he creates unique value.

Rick Toone makes guitars that others would never attempt. Rollin Thurlow does the same with canoes.

Henry Ford did the same thing with the relentless scale and efficiency he built at Ford. Others couldn't imagine raising their own sheep to make their own wool to make their own seat fabric…

"How do we do something so difficult that others can't imagine doing it?" is a fine question to ask today.